As one of the most prolific new filter surgeons (just search using my user name in this oil filter forum) I feel very qualified to answer your question:
To measure the media surface area and construction of various filters. I found substantial differences when I cut open variations of FL1A equivalents.
I still have my large box of "exposed" new filters, and believe me, I do have a lot of credibility with my customers when it comes to filter (and oil) recommendations.
I may be a kook (my wife thinks so, and she knows me best